?? The power of a simple button CTA
Using a button in an email P.S.? ??
A lot of our experimentation suggests that plain-text emails perform better than emails with any sort of design. But as we always say, what works for one organization or campaign might not work for another.
Spoiler alert: It did. Here’s what happened.??
Hypothesis ??
Adding a button CTA in the P.S. (post-script) for email subscribers will achieve a higher engagement because it’s a clear and obvious place to click and take action.
Why’s this worth testing? ??
Buttons naturally stand out more than text links, creating a clear focal point that draws the reader’s attention. Additionally, buttons reduce cognitive friction by making the desired action more obvious—users don’t have to hunt for a hyperlink in a sea of text. The more effortless the decision, the more likely users are to act.
Control
The control P.S. a short paragraph with a raw URL linked at the end.
Treatment
The treatment P.S. is an orange button with the copy “I’d like to receive A Place Called Heaven”.
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Results
Switching from a text link to a button led to a 74% increase in clicks. By making the CTA more visually distinct, more users engaged with the email content.
Some tips for testing this and other ideas ??
More about this experiment & other resources ??
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